A review of AI (Artificial Intelligence) tools and Customer Experience in online fashion retail

Artificial Intelligence tools and processes have hugely impacted the ecommerce industry and the satisfaction of online customers. With technology largely pervading all facets of our lives, people want meaningful experiences. Artificial intelligence has the ability to deliver positive experiences for customers that helps build brand trust and customer satisfaction. Whether you are using your smartphone, laptop or voice assistants such as Alexa or Siri, service on the internet is gaining new ground. This paper does a literature review of the various technological advances that optimize the customer experience to evoke e-satisfaction, i.e. satisfaction while shopping online. E-satisfaction as a construct will be reviewed and its impact on customer purchase intention. This review will provide businesses and other researchers a frame of reference to conduct empirical studies in the area of AI and technology enabled retail.

When sports sponsorship incurs brand risk: the roles of team performance, brand familiarity and team identification

PurposeThis study investigated the potential negative effects of a sponsored team's losing performance on audiences' trust and purchase intention toward the sponsoring brand. Shedding light on the moderating role of sponsoring brand familiarity among audiences and audience team identification regarding such negative effects, the study establishes when sports sponsorship may incur risk to a sponsoring brand.Design/methodology/approachThree experimental designs (audience as stimulus of a team's losing vs control condition) were used to indicate whether and when losing performance influences participants' trust and purchase intention toward the sponsoring brand.FindingsThe participants in the losing condition report lower brand trust and purchase intention. Brand trust mediates the relationship between losing results and decreased purchase intention. The negative effects of losing on brand trust and purchase intention only appear when the sponsoring brand has low familiarity among audiences and only for audiences with low identification.Practical implicationsThe strategy of a brand with low familiarity sponsoring a team that frequently loses has risks and is not worth advocating. However, if an unknown brand has already sponsored a team that often loses, the efforts to cultivate audiences' identification with the team can reduce the potential risks.Originality/valueThe affirmed negative effects of losing performance on brand trust and purchase intention have value for firm sponsorship decisions. This study contributes to the sponsorship literature by revealing two boundary conditions (sponsoring brand familiarity and audiences' team identification) for those negative effects.

Pengaruh Citra Merek, Kepercayaan Merek, dan Keamanan Privasi Terhadap Keputusan Pengguna Gojek

Gojek is an Indonesian technology company engaged in services through motorcycle taxi services. Gojek itself has more than 20 services offered and is a solution to everyday challenges, ranging from transportation, food delivery, shopping, delivery of goods, payments, massages, to cleaning houses and vehicles. Researchers conducted research on Gojek application users in Surabaya. This research is a research with quantitative method. The sampling technique used is purposive sampling and uses questions on a questionnaire distributed to 75 respondents who are Gojek application users who are at least 17 years old and have used the Gojek application in Surabaya at least 2 times. Thisresearch was conducted using validity test, reliability test, descriptive test, classical assumption test (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression test, determinant coefficient, F test, and t test. The t-test in this study states that the brand image variable (X1) on purchasing decisions (Y) has a t-count value of 1.624 < t-table 1.993 with a significant level of 0.109 > 0.050 which means that brand image has no effect on purchasing decisions of Gojek application users, the trust variable brand (X2) on purchasing decisions (Y) has a t value of 3.209 > t table 1.993 with a significant level of 0.002 < 0.050 which means that brand trust affects the purchasing decisions of Gojek application users, and the privacy security variable (X3) on purchasing decisions (Y) has a t value of 4.018 > t table of 1.993 with a significant level of 0.000 < 0.050 which means that privacy security affects the purchasing decisions of Gojek application users. The results of this study conclude that brand trust and privacy security have a significant effect on the decisions of Gojek users in Surabaya, while brand image does not affect the decisions of Gojek users in Surabaya.

FACTORS THAT DETERMINE BRAND TRUST IN THE INTEREST OF BUYING MULTI LEVEL MARKETING (MLM) PRODUCTS IN THE CITY OF RUTENG MANGGARAI

In the business world, achieving the goals that have been planned depends very much on the factors that influence it. One of them is the factor of brand trust or brand trust. The concept of trust comes from the analysis of personal relationships in the field of social psychology. Social psychology discusses the influence of humans on others in terms of changing behavior, attitudes, communication patterns, and building trust. According to Hong Youl Ha and Helen Perks (2015) brand trust is a benchmark for customers to rely on the brand's ability to carry out the functions it plays. In this situation where the individual cannot objectively evaluate the quality of the product in advance, brand trust plays an important role in reducing uncertainty in purchasing.This study focuses on the millennial generation of brand trust in buying interest in HWI products. Using a qualitative approach, with descriptive analysis. This study collected data through interviews, observations and documentation. The results of this study were that brand trust had an effect on buying interest in HWI products in the city of Ruteng Manggarai. Keywords: Brand Trust, Buying Interest, MLM Product

Examining antecedents of residents’ support for the European Capital of Culture project – event’s sustainability perception, emotional solidarity, community attachment and brand trust

PurposeThe primary purpose of this paper is to investigate the effects on support for the European Capital of Culture (ECoC) project development of residents’ perception of the project’s sustainability, emotional solidarity toward tourists, community attachment and brand trust.Design/methodology/approachSurvey research was conducted among 303 residents of Novi Sad, which has been selected to be the ECoC for the year 2022.FindingsThe findings confirmed the positive roles of three aspects of the event’s sustainability and three facets of emotional solidarity in shaping local people’s support for the ECoC event development. Besides, findings show the positive effect of residents’ community attachment and ECoC brand trust in predicting their supportive attitudes for the event development. Finally, results highlight which areas of the event’s sustainability are still unsatisfactory from the residents’ perspective, making it easier for event practitioners to optimally focus their attention and resources on enhancing problematic areas of the event’s sustainability.Originality/valueThe present study contributes to existing tourism literature as it is the first to explore the role local people’s perception of event sustainability, emotional solidarity toward tourists, community attachment and brand trust plays in their support for the ECoC event development. In addition, a unique contribution lies in the confirmation of brand trust as a significant antecedent of residents’ support, as this relationship remained an unexplored area in tourism literature. Practical implications, specifically derived for ECoC event practitioners, which should also find their place in securing residents’ support toward the development of any cultural event that attracts visitors, are discussed in the paper.

The Impact of Green Brand Crises on Green Brand Trust: An Empirical Study

In recent years, brand crises and greenwashing events have become common for Chinese consumers. However, compared to ordinary brands, it is more challenging for green brands to rebuild trust relationships with consumers after a green brand crisis due to their unique energy-saving and environmental protection attributes. The impact mechanism of green brand crises on consumer trust is complicated. To evaluate the different effects of different types of crises, this study used a sample of more than 1000 questionnaires to allow a regressive analysis, robustness test, endogenous test, mechanism test, and heterogeneity analysis. The study’s results show that product functional and value-related crises harm green brand trust, and both brand perceived value and perceived risk play an intermediary role in the mechanism. Brand familiarity plays an essential role in the relationship between the green brand crisis and green brand trust.